Journal
JOURNAL OF MARKETING
Volume 77, Issue 4, Pages 118-133Publisher
AMER MARKETING ASSOC
DOI: 10.1509/jm.11.0495
Keywords
shelf displays; consumer decision making; product assortment; scarcity; contamination
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The current research explores how shelf display organization and limited product quantity together influence consumer purchase. The authors find that, in certain cases, shelves that are disorganized and not fully stocked tend to reduce sales, but in other cases, disorganized shelves that are not fully stocked tend to increase sales. In particular, for products that are ingested (e.g., juice), purchase likelihood is reduced when the product appears to be disorganized and product quantity is limited. However, for products that are not ingested (e.g., fabric softener), purchase likelihood increases when the product appears to be disorganized and product quantity is limited. Importantly, the authors also show that brand familiarity moderates these effects.
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